By now, you’re probably tired of hearing about social media, but #1, it’s not going anywhere and #2, you need to take advantage of its power. For example, it’s becoming a leading recruitment tool for forward-thinking companies—and forward-thinking companies are attractive to good candidates.
So how can you make your business more appealing to candidates through social media? Here are four basic steps to start with:
- Create an employer page on social media sites such as Facebook and LinkedIn. (There are many others but these two are absolute musts.) Be sure to post compelling content that is of interest to job-seekers.
- Start a company blog with regular posts about what’s happening within the organization. Link your company profiles to the blog and invite your staff to do so, too.
- Identify the hot topics in your business/industry. Go on Twitter and start a conversation (not the same as advertising!). Get people tweeting about your business.
- Create brief, informative and entertaining videos about some part of your business and post them on YouTube. Include links to your videos on these other social media platforms.
Then, by friending and following others on social media sites, you can gain important insights into what drives qualified job-seekers (their interests, preferences, turn-offs) and tailor your recruitment processes accordingly.
Next, you’ll want to identify the best way of reaching your target audience. Just because potential candidates have a presence on a certain social network doesn’t mean that it’s the right site to use when targeting them. You have to think about the types of roles you’re recruiting for, because while some people (recent college graduates) can be open about their job hunt, more (like those who are currently employed) cannot. LinkedIn is a great place to target seasoned professionals, because as one human resources professional put it, “What LinkedIn has done is given people the permission to put their resume online,” without fear of repercussions from current employers. You can also Tweet your job openings or post them on Facebook.
Now it’s time to get creative. You have to remember that in the social media world, both passive and active job seekers receive massive amounts of information on a daily basis. Your message has to stand out enough to make people take note. Also, presenting your job openings creatively allows you to showcase your organizational personality, which helps potential candidates get a feel for whether or not your culture is likely to be a good fit.